Bid-up.tv has drafted in Mr Permatan himself, David Dickinson, as the face of the auction channel. Dickinson, star of BBC's Bargain Hunt, will feature in a£2 million advertising campaign for Bid-up between now and the end of the year. Ads will appear on Channel 4, ITV2 and 25 digital channels, including E4, UK Gold and MTV. Dickinson will also be used in programme links. Dickinson will 'encapsulate the fast-fun element of auctions' said Christien Haywood, marketing manager of Bid-up.tv's parent Sit-up TV. The campaign starts on August 5 and features Dickinson looking for a 'great deal' with a magnifying glass and finding it on Bid-up.tv.